TODAY.AZ / Sports

Baku 2015 European Games presents colorful new brand look - PHOTOS

28 August 2014 [10:15] - TODAY.AZ
The Baku 2015 European Games has today unveiled a new look that proudly combines Azerbaijan's history, heritage and culture with European sport.

Inspired by the natural beauty of Baku, the colourful and striking new images will be featured on venues, tickets, uniforms and all official merchandising of the inaugural European Games.

Central to the new brand is the pomegranate tree, which symbolises unity in Azerbaijani folklore. Interwoven with the branches of the tree are historical symbols of the country's heritage and culture, along with eye-catching pictograms of the different sports and disciplines.

"The new brand is a dynamic and fresh new look for Baku 2015 which symbolises our pride in ancient Azerbaijani heritage, the natural beauty of the country and a desire to create an innovative sports event that will be enjoyed by whole Europe," Simon Clegg, Chief Operating Officer of Baku 2015 European Games Operation Committee (BEGOC) said.

"Over the coming weeks and months, the look will become synonymous with the European Games and provide an immediate visual link to all aspects of our identity here in Azerbaijan," he said.

Incorporated in the eye-catching new designs are other symbols of Azerbaijani heritage including the colourful stained glass "shebeke", the ornamental detail of the "buta" and references to carpet design and weaving which play a significant part of the country's proud history.

The tender to create the new look was won by the renowned SomeOne agency, who had previously worked on the sports brands for the London 2012 Olympics and Paralympic Games.

"Having visited Baku during the immersive phase of the project, we were impressed at just how lush and beautiful the city was," Gary Holt, Co-founder and Executive Creative Director of SomeOne said.

"This inspired the creation of a living property - the Baku 2015 pomegranate tree. Alive with athletes, Azerbaijani art and the pomegranates themselves, the tree has been designed to be adaptive, celebrating elite sport in the amazing setting of Baku," he noted.

The images will also feature on everything from corporate stationery, medals and the dressing of the host city on billboards and banners in Baku as the countdown to the Games continues.

"We are delighted with the beautiful and intricate designs and pictograms that SomeOne have created to bring the European Games to life," Commercial Director of Baku 2015, Charlie Wijeratna said.

"They have designed a look which will be effective across all our anticipated uses, from medals to uniforms, and for branding of all shapes and sizes," he added.

Baku 2015 is the first ever European Games, an exciting and innovative multi-sport event for the continent which will take place from June 12 until June 28, 2015.

There will be a total of 19 sports at Baku 2015: 16 Olympic sports and three non-Olympic sports. More than 6,000 athletes from across Europe will be representing their nations over 17 days of competition.

Nine of the sports will offer qualification opportunities for the Rio Summer Olympic Games in 2016. Those sports include Archery, Athletics, Cycling, Shooting, Swimming, Table Tennis, Taekwondo, Triathlon and Volleyball.

Baku was awarded the Games by the European Olympic Committees (EOC) in December 2012. The Baku European Games Operation Committee (BEGOC) will organise and run the Games in co-operation with the EOC.


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